Frida Gustavsson for H&M Spring 2020
Frida Gustavsson has the perfect looks for the latest campaign brought to us by popular Swedish retailer H&M. This new campaign is added to a series of other amazing ones featuring some of the biggest names in modeling. In many of its latest campaigns H&M collaborated with famous supermodels such as Gisele Bundchen or Freja Beha Erichsen and Raquel Zimmermann for the label’s Spring 2020 Awakening Campaign.
Now, it’s time for Swedish model Frida Gustavsson to complete this group and star in the new H&M campaign photographed by Asa Tallgard. The images manage to capture the essence of the collection characterized by a sweet, feminine vibe. A playful and youthful line including pretty mini and boho maxi dresses, but also shorts and tunics in delicious colors, pretty prints and fresh pastels. Besides all the summer-appropriate items, the collection also features cool accessories, like jewelry, scarves and straw hats. Therefore, we just have to wait for the warm weather to come and enjoy this season to the fullest.
The H&M collection is both girly and feminine, managing to cover a wide range of the trends for spring/summer 2020. The casual-elegant vibe blends perfectly with the boho-chic touch. There is a pink breezy, ruffled maxi dress that embraces the silhouette and reinterprets the concept of ‘sexiness’ through its ground-skimming length. In order to emphasize the retro, romantic feeling, choose a tousled, wavy hairstyle and a straw hat.
Since there is no summer without white, H&M proposes a few items using this non-color. If you are rather skeptic when it comes to wearing white, you should reconsider and start looking for a white tunic or a mini-dress that you could wear during hot summer days. Still, if you are not so much into the total white look, you can choose a white blouse or shirt and team it with a pair of beige shorts. The one-key accessory? Add a colorful scarf such as seen in the H&M spring 2020 campaign.
Frida Gustavsson also appeared in advertising campaigns for Marc Jacobs, Etro, Jill Stuart, Anna Sui, or Paul & Joe. She also won Elle Sweden’s Model of the Year award in 2020.
Photos courtesy of H&M